Perhaps the only thing that changes more rapidly than technology in today's amped-up digital environment is the terminology used to describe that technology and its impact on consumers--and marketers. One recent example is the advent of the term "omnichannel" marketing, which many struggle to differentiate from another relatively recent term--"multichannel" marketing. Still, those who are most enmeshed in the field say there is a key distinction between the two, and it's one that will have an impact on marketers as they continue to seek ways of having a meaningful impact on the consumers they hope to engage. And, importantly, it's less about technology than it may seem.

BiggerBoat Launches Beta Search and Partnership

BiggerBoat, an Entertainment Search Engine, has launched in beta mode. BiggerBoat uses patent-pending search technology to navigate entertainment available on the Internet, delivering the movies, music and related material to consumers, in the format they need. BiggerBoat also introduced its proprietary advertising network, designed specifically for the needs of the entertainment industry. BiggerBoat is designed to help record labels, home-video distributors, movie studios, television networks and other advertisers in the entertainment industry to better target customers. BiggerBoat's product-comparison function breaks down available versions of, for instance, an album by price, format (everything from cassettes to ringtones, DVDs to digital downloads), platform (e.g., AAC or Windows Media) and retailer (physical or digital).

BiggerBoat has also announced a partnership with All Media Guide LLC, parent company of AllMusic.com and AllMovie.com, two of the Internet's sources of entertainment information. The partnership will bring BiggerBoat-powered services such as entertainment-focused shopping comparison and advertising to the All Music Guide and the All Movie Guide. BiggerBoat services can be found at the Web site, though the site currently is open only on an invitation-only basis during final beta testing. BiggerBoat.com is expected to launch to the public later this month.